Marketing Programs: Dragsters vs. Limos

When things get quiet, many small business managers hit the panic button by shifting marketing efforts into overdrive. Sometimes this works. More often it does not. An effective marketing plan needs to be running steadily at all times, like an engine on cruise control, with the rocket boosters reserved for planned activities such as direct marketing campaigns and specific advertised events.

Constructing a marketing plan that works is not really difficult. Think of it like plotting a trip on a road map. First decide where you want to go, then figure out how to get there from where you are now. Since your rate of speed is determined by the amount of fuel you have available, a slow and steady course is likely to be the most reliable way to reach your destination.

Before you hit the road, be sure your marketing vehicle is running efficiently. Tune up your initial phone greeting, voice mail and after hours message, email signature, business cards, letterhead and envelopes. Make sure your office/showroom, vehicles and signage are polished to a high shine. How about your pit crew? Freshen up uniforms and order new logo apparel.

Once you have embarked on your journey, here are some routine actions to help you stay on course:

• Tell at least one person per day what you do, who your best customers are, and something you have done lately to exceed customer expectations.

• Add at least one potential customer to your prospect list each day.

• Make one new contact per day by writing a letter, sending an e-mail or making a phone call.

• Follow up new contacts once a week.

• Reserve a block of time each week to attend a networking meeting and/or make phone calls to new prospects.

• Request customer feedback on an ongoing basis and review at least once a month.

• Find a way to make contact with your referral sources on a monthly basis.
  

• Research your competition by checking their web sites each month.

• Set up a tracking system so that you can review your program and make adjustments as needed- at least once a quarter.

The next time your lead foot starts to itch, think about this: How will your customers and employees prefer to travel - in a screaming dragster or in a comfy stretch limo? If you want them with you for the long haul, think limo!